Sony Launches Extra-Large ‘Cloudy’ Campaign21 Dec, 2009 By: Chris Tribbey
Sony Pictures Home Entertainment is betting the people who buy Cloudy With a Chance of Meatballs on DVD or Blu-ray Disc will have large appetites.
As part of its multi-million dollar marketing campaign for the Jan. 5 release, the studio has signed on an “unprecedented” number of partners, including Chuck E. Cheese, Carl’s Jr., Hardees and Buca di Beppo restaurants.
“Each promotional partner will offer a different way to engage consumers to enhance their shopping experience, whether it’s a collectible toy for kids or added awareness for parents at restaurants and on packaged goods,” said Marc Rashba, VP of marketing for SPHE.
At Buca di Beppo locations diners will find a Cloudy-themed spread of “meatball pizzain” from Jan. 3 to March 31, and the first 25 customers to order it at each Buca restaurant will receive a free DVD via return mail. More than 30 million coupons will be circulated for the meal. In-store signage and nearly a million Cloudy placemats with a DVD coupon will mark the promotion. A Southern California Buca location also will hold a Sony Studios trip giveaway.
From Jan. 11 to March 9 Carl’s Jr. and Hardees restaurants will give away one of four collectable themed toys with every Cool Kids Combos meal. Five thousand of the stores will promote the DVD in stores.
At Chuck E. Cheese, from Feb. 1 to March 31, Cloudy fans will find a $19.99 meal deal (saving parents up to $15) and a buy-60-tokens-get-40-free promotion.
Not to leave out families eating at home, the studio has partnered with the Ronzoni family of pastas, which includes Ronzoni, San Giorgio, Prince, Creamette, Skinner and American Beauty. Nearly 9 million Ronzoni family pasta packages will advertise Cloudy and offer a $4 mail-in rebate for the DVD or Blu-ray with the purchase of any two pasta packages.
“And if you eat pasta at any of these places, you’re bound to get some on your shirt,” Rashba noted. That’s where Spot Shot Instant Carpet Stain and Odor Eliminator comes in.
From Jan. 5 to March 31 those who buy the DVD or Blu-ray will get a free Spot Shot. The giveaway will be advertised via 33 million freestanding insert ads, full-page ads in People Magazine and Entertainment Weekly, in-store instant redeemable coupons and online placements.